The effects of metaphors on attitudes toward the ad and the brand

The purpose of this study is to investigate the persuasive effects of metaphors in print advertising on consumer attitudes toward advertisements and brands, under different product condition that vary in the level of involvement (high vs. low) and the basic consumption type of product (utilitarian vs. hedonic). The results suggest that, for low-involvement/hedonic product, metaphorical headlines produced a positive effect. For other types of products, however, no significant differences between metaphorical headlines and non-metaphorical headlines were observed. Theoretical explanation and managerial implications are further discussed.